A 1998 study by North and Hargreaves, “The Effects of Music on Atmosphere and Purchase Intentions in a Bank and a Bar,” supported the idea that the background music can alter customers' perceptions of an organization, according to Music Works for You.com. In the study, customers were interviewed about the atmosphere in a bank, where the researchers played Easy Listening and Classical Music. The researchers measured customer perceptions against the key dimensions of Dignified, Assertive/aggressive, Inspirational and Dynamic/upbeat. The study found that customers perceived the bank as more Inspirational and Dynamic and less Dignified and Aggressive/assertive when either type of music played than when no music was played.
Another North and Hargreaves study from the same year, “The Effect of Music on Atmosphere and Purchase Intentions in a Cafeteria,” found that background music also can influence purchasing intentions. The study researched the effects of Classical, Pop and Easy Listening background music on diners who were asked to state the maximum amount they would be willing to pay for 14 individual items. Pop music made the cafeteria seem more upbeat compared to when no music was played, while classical music made it seem more upmarket. In both cases, customers were willing to pay more.
A 1999 study by researchers from the University of Strathclyde, Scotland, “Play That One Again: The Effect on Music Tempo on Consumer Behavior in a Restaurant,” revealed that the tempo of the music played can affect customer behavior. The researchers found that customers spent more time dining and spent more money on food and drinks when slow music was played than when faster music was played.
The study “Customer stress-relaxation: the impact of music in a hospital waiting room” led by David A. Tansik of the Department of Management and Policy, College of Business and Public Administration, University of Arizona, found that background music increased relaxation in the stressful environment of a hospital waiting room, according to self-reports. This study; however, found that the improved mood did not lead customers to have an improved perception of the hospital's service delivery.